Egypt's Advertisers of the Month for September: Amazon, Mall of Egypt and Maggi

September’s Egypt Advertisers of the Month are Amazon, Mall of Egypt, and Maggi, each showing a significant increase in Ad Awareness, as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Amazon rose from 38.7% on September 2 to 46.6% on September 25, an increase of 7.8 percentage points. The jump followed its extended Back to School event, which ran for two weeks. Amazon shifted focus from billboards to digital advertising, introduced 0% interest payment plans with seven banks including Banque Misr and National Bank of Egypt (NBE), also incorporating youth-oriented messaging across social media. The campaign promoted school supplies, electronics, and fashion with added discounts.

Mall of Egypt increased from 25.2% on August 26 to 33.0% on September 15, a 7.8-percentage point rise. The increase can be linked to parent company Majid Al Futtaim’s announcement on 31st August, marking the opening of its 100th retail store in Egypt and the first Carrefour in Suez.

Maggi went from 16.3% on August 30 to 23.9% on September 19, an increase of 7.7 percentage points.